1. The Human Element
The frustrating Catch-22 of COVID-19 is how it pushes back against human nature, yet also reinforces it. Simple actions, like hanging out with friends and family, can now make us ill. However, months of quarantine behavior has put even greater emphasis on social connection and reminded people why they miss some of their typical behaviors, like dining out.
It’s a balance of wanting to stay connected—to peer groups and communities—after months of isolation, while also trying to keep distance. “Restaurants can help ease this tension for diners in several ways,” Datassential said. “This could mean providing a safe, yet fun socially-distanced meal. Or on a more emotional, human level, it could be letting diners know that their patronage ultimately helps others, as restaurants assist their communities, whether through supporting staff, feeding first responders, or generally restarting the local economy.”
Here’s a telling split:
“Which statement do you agree with more?”
- 44 percent: COVID-19 has driven Americans apart
- 56 percent: COVID-19 has brought Americans closer
The pandemic has the potential to reimagine why people eat and congregate, not just how they do it.
“Compared to before the pandemic, which of the following do you see yourself doing more of?”
More grateful for things I took for granted
- June 10: 35 percent
- April 24: 43 percent
- Change: –8 percent
More prepared in case this happens again
- June 10: 31 percent
- April 24: 32 percent
- Change: –1 percent
Supporting independent restaurants
- June 10: 24 percent
- April 24: 25 percent
- Change: –1 percent
Supporting grocery store and restaurant workers
- June 10: 24 percent
- April 24: 26 percent
- Change: –2 percent
More empathy for others who are struggling
- June 10: 23 percent
- April 24: 25 percent
- Change: –2 percent
Making more effort to spend time with family
- June 10: 21 percent
- April 24: 24 percent
- Change: –3 percent
Supporting local food resources
- June 10: 20 percent
- April 24: 18 percent
- Change: plus 2 percent
Supporting “made in the USA” food producers
- June 10: 19 percent
- April 24: 21 percent
- Change: –2 percent
Being more considerate with strangers
- June 10: 16 percent
- April 24: 18 percent
- Change: –2 percent
Having more faith in human
- June 10: 14 percent
- April 24: 14 percent
- Change: Flat
Being more charitable
- June 10: 13 percent
- April 24: 14 percent
- Change: –1 percent
Going out to socialize with people
- June 10: 13 percent
- April 24: 14 percent
- Change: –1 percent
As the country leaves “emergency mode” behind and becomes more accustomed to pandemic life, restaurants fit a critical role. Few industries boast the same kind of demand. The 328 million-plus people in America wake up wanting to eat. The potential to be a light in the darkness, Datassential said.
“Which are you most looking forward to regarding the emotional benefit you get from eating at restaurants?
- Relaxation: 41 percent
- Joy: 38 percent
- Satisfaction: 35 percent
- Indulgence/rewards: 34 percent
- Warmth/comfort: 24 percent
- Appreciation/gratitude: 22 percent
- Peace/contentment: 22 percent
- Excitement/anticipation: 21 percent
- Relief: 21 percent
- Inspiration: 9 percent
- Curiosity: 7 percent
And restaurants will, as they often due during times of crisis, help patrons feel like themselves again. They can provide an escape from reality.
“How do you feel about the following regarding restaurants in light of the COVID pandemic?”
- Restaurant food is a treat/escape from worrying about COVID: 62 percent
- Dining in restaurants has helped me feel normal again, even if it’s just the patio: 56 percent
- Eating at restaurants makes me feel connected to the community again: 54 percent
- Dining in restaurants feels more special now: 54 percent
- I’ve been waiting to celebrate milestones until restaurants open back up: 45 percent
People want to reconnect over food.
“Which aspects of dine-in service are you most excited to get back to once your favorite places fully reopen?”
- Socializing with friends/family: 39 percent
- Variety (different from what I normally cook): 30 percent
- Convenience: 28 percent
- Food that’s freshly made: 28 percent
- Food that’s hard to make at home: 26 percent
- The atmosphere/scenery: 24 percent
- Service (someone cooks for me/waits on me): 22 percent
- Food is more flavorful: 20 percent
- Meeting/socializing with new people: 13 percent
- Getting dressed up to go out: 12 percent
- Seeing what foods are new and trendy: 10 percent
- Being part of a crowd/people watching: 10 percent
- Staff recommendations/expertise: 6 percent
A couple of interesting measures there: There’s a sizable gap between wanting to socialize with friends and family and wanting to meet new people. It’s another example of how other customers, not the restaurants themselves, remain the biggest roadblock or fear for a lot of people. The low number with “being part of a crowd/people watching” supports that as well. While that was once an attractive selling point for restaurants (especially bars)—providing a place for people to gather and feel part of something—they now would rather just find a safe haven to enjoy “life as it used to be” with the people they know and trust. It’s key for restaurants to create this type of setting. Olive Garden is putting up plastic barriers to get more out of its seating. The goal, essentially, to sequester booths so they feel like their own private dining rooms. From pods to barriers to putting space between groups, this is one of the most critical elements of social distance dining.
Restaurants also have a chance during reopenings to really embed themselves in their communities. As people seek out brands they’ve missed, there will be opportunities to reinforce customer loyalty by showing an active hand in some of today’s biggest issues.
“How would you be most willing to support restaurants and their staff as they recover from COVID-19?”
- Tipping servers more than before: 43 percent
- Visiting the restaurant more (to give it more business): 37 percent
- Rounding up bill to nearest dollar (to donate to a worker fund): 25 percent
- Giving positive reviews / ratings on sites like Yelp to drive traffic: 25 percent
- Buying gift cards (so restaurants get revenue now): 24 percent
- Going to “Restaurant Week” events set up in town: 20 percent
- Ordering more per meal than normal (to give them more business): 16 percent
- Bringing more people to the restaurant: 15 percent
- Contributing to a “virtual tip jar” for affected employees: 15 percent
- Attending a fundraiser event at the restaurant: 13 percent
- Adding a meal / drink for staff to your bill: 10 percent
- Having a restaurant cater a gathering, instead of cooking yourself: 10 percent